Description
Kia creates the very first moment of the FIFA World Cup™.
As the world watches, the FIFA World Cup™ begins with OMBC. The Official Match Ball Carrier (OMBC) is a program operated by Kia, inviting children onto the pitch to deliver the official match ball to the referee, formally signaling the start of the match. Each child is personally selected and invited by Kia. In that defining moment, they step into the very heart of the world's biggest stage.
As the largest FIFA World Cup™ in history approaches in 2026, OMBC expands to a new global stage: Kia OMBC Cup 2026™. This program transforms into a worldwide challenge, bringing together promising young players selected from ten countries to compete in a newly established youth tournament.
Beyond the 48 teams of the FIFA World Cup™, these children come together as the symbolic 49th team, supported by Kia to help shape the next chapter of the tournament.
A Stage Where Dreams Converge: Kia OMBC Cup 2026™
Children selected from around the world gather in Los Angeles. Here, matches are more than competition. They become moments where mindset, courage, and possibility are revealed. Kia OMBC Cup 2026™ goes beyond selection, it is the first stage where young players bring their dreams to life on the pitch.
OMBC has long invited children to take part in the opening moment of the FIFA World Cup™. The OMBC Cup transforms their own challenge into an experience of growth. And at the moment they deliver the official match ball, the match officially begins. Kia continues the journey with them at the FIFA World Cup 2026™, ensuring their beginning becomes part of the FIFA World Cup™'s memory.
This professional campaign titled 'The Official Match Ball Carrier (OMBC)' was published in Australia in June, 2026. It was created for the brand: Kia Australia, by ad agency: Footballco. This Film and Integrated media campaign is related to the Automotive and Personal Transportation and Sports industries and contains 8 media assets. It was submitted 24 minutes ago.
